In a recent article in trade journal Ward's Automotive, he highlighted the dissatisfaction rate with the dealership process among consumers seeking to buy an electric car, which was a remarkably high 83 percent.

For buyers overall, that rate stood at just 25 percent.

The data he cited came from ongoing research at the University of California--Davis, which has long studied adoption of plug-in vehicles, including the motivations, practical challenges, and the step-by-step process.

Tonachel recounted instances where salespeople actively steered informed shoppers away from the plug-in vehicle they had specified they wanted to buy.

“Sales people wanted to sell something else," Tonachel explained, "and would say, ‘Maybe you should look over here.’"

Many dealerships that had been certified to sell and service their brand's plug-in vehicles either didn't have them on the floor, didn't have test cars available, or only grudgingly agreed to provide test drives in the electric vehicle.